Effects of Facebook: advertising regarding purchase behaviour: a study amongst working class millennials

Abstract

Africa is a third-world continent and is known to have the lowest Internet access in the world. However, this is changing with an increase in mobile device ownership. It was discovered that most consumers are influenced by mobile advertising through the Internet. The research was based on a study of working class Millennials with regard to the effect of Facebook advertising on their purchase behaviour. The survey design comprised of a combination of itemised rating scales was distributed to 600 respondents. The main limitation was caused by respondents who were not registered on social media networks. The findings of this study revealed that Facebook has minimal influence on the purchase behaviour of young, working Millennials. Females are more likely to be influenced than men. It was also found that, the older the respondent, the more likely their purchase behaviour will be influenced. In terms of race, there was an influence on purchase behaviour throughout, but the most significant difference was found amongst White citizens. It can be concluded that there is growth potential for Facebook advertising to influence the purchase behaviour of consumers. Marketers are, therefore, recommended to increase brand visibility and interaction amongst their brands.